Brief: How do you help the family cook to feed even the hardest to please family members when you want to cut down on your meat eating?

Method

We spoke to 70 consumers across 5 markets (France, Italy, Germany, Netherlands, UK) to help Nomad identify the real pain points when it came to reducing meat for families. We found on the whole a real desire for most families to eat a bit less meat but some real challenges in making the right choices on a daily basis. This was all about over-coming loss aversion and helping them feel positive about reaching for a plan- based option.

Outcome

Green Cuisines has launched in 2020 as a major new platform for Nomad, rolling out across all key European markets by 2021 and help Nomad become a thought leader in a category that was once just a place to find unhealthy yellow food.